Most importantly, we conclude that business customers see value in purchasing power from renewable energy. They do not buy based on price alone, and some are willing to pay more for green power. The findings from Traverse City show that many small businesses are likely to pay at least an 18 percent premium for renewable energy. Although businesses on the wind rate represent only about twelve percent of the number of participants, they consume 38 percent of the wind project output and provide an equivalent amount of the premium revenue. This is an important indication of the potential contribution that businesses could make to the success of green power and renewable energy development nationwide. The key is finding out how to maximize the appeal of green power from a business perspective.

Second, because these business customers use more energy than residential customers, both individually and as a class, even relatively few participants can have a large impact on renewables development. This fact alone justifies a special marketing effort and tailored advertising messages to these customers.

Third, tapping directly into consumer preference for clean power would benefit renewable energy.²² Utilities and non-utility power providers alike can respond to the variety of business motivations for buying clean power to increase their market share. By designing green power products and marketing them well, they will increase the appeal-and the competitiveness-of renewable energy.

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